BLACK LABEL® “The Whisky Industry in a Glass”

FOREVER EVOLVINGNEVER STANDING STILL

The contemporary design of the new bottle starts from the base. Strong angular facets fade gracefully as they move up the bottle, settling as confident, square shoulders. The bottle’s enhanced shelf presence ensures the world-famous brand of JOHNNIE WALKER® continues to be the leader in its category, while the iconic square bottle exudes its characteristics of quality and luxury.

Sitting proudly above the newly crafted label is the prominent, rich gold Warrant that accentuates the quality of the whisky within the bottle.

Below the label, the embossed Striding Man is a highly visible and tactile link to the pioneering spirit of JOHNNIE WALKER®.

On the packaging, the Striding Man motif is prominently displayed on both the front and back. Played up in gloss black with gold highlights, the Striding Man is set against a matt black, ridged backdrop. This pack, when cleverly placed together in alternate sequence, creates a stunning illusion of the Striding Man walking across the shelf.

“THE WHISKY INDUSTRY IN A GLASS”

With its origins in the 1870’s Old Special Whisky, JOHNNIE WALKER® BLACK LABEL® became simply “BLACK LABEL” in 1909. It is regarded by experts as the ultimate Scotch deluxe whisky, the benchmark by which all others are measured.

Each bottle of BLACK LABEL® will have been two decades in the planning and draws whisky from the finest distilleries across Scotland aged in the finest whisky casks. Each whisky is matured in a slightly different way, due to the intricacies of wood, climate and location. The Master Blenders' skill is in blending these whiskies together to create a whisky with an extraordinary range of flavour.

A continued focus on quality and style has resulted in JOHNNIE WALKER® BLACK LABEL® earning numerous awards. Today the blend remains as rich and smooth as it was when John Walker’s son and grandson were Master Blenders. It has been called “a masterpiece, the Michelangelo’s David of the blender’s art, the very best in its category” – Charles Maclean, whisky writer, and “the Savoy, the Everest of deluxe whiskies” – Jim Murray, author of the ‘Whisky Bible’.

BLACK LABEL® retains the authenticity of its creator and currently outsells every other deluxe Blended Scotch Whisky around the globe. That it’s stood the test of time is testament to the pioneering spirit and the skills of the Walker family.

BEAUTIFULLY BALANCED

JOHNNIE WALKER® has the luxury of having exclusive access to Scotland’s very best whiskies, ranging from the powerful west coast malts all the way to the more subtle east coast flavours. BLACK LABEL® draws upon all these aromas to create a unique blend with a smooth, deep and complex character.

It can be enjoyed on its own, with a dash of still or sparkling water, or with soda or ginger ale as a long drink.

GLOBAL REACH

The origins of JOHNNIE WALKER® BLACK LABEL® go back to when John Walker’s son Alexander took over in 1857. Realising the genius and untapped potential of his father’s blends, Alexander focused on expanding the whisky side of the business.

He drew inspiration from his father’s signature smoky style. And in 1867 he copyrighted ‘Old Highland Whisky’, which was the precursor of today’s JOHNNIE WALKER® BLACK LABEL®. By 1889, John Walker & Sons had businesses established in London, Sydney and Paris, and distribution agents appointed as widely as South Africa, America and India. At that time, few brands had such breadth of distribution.

By the 1890s Alexander II and George, the grandsons of John Walker, were running the business. Following the innovative spirit of their forebears and the principle of providing high quality whiskies, these men carved out a new vision, identifying ways to drive it to new levels of commercial success.

With marketing insight ahead of their time – the brothers understood the importance of producing an easily recognisable brand. The distinctive slanted black label was the key, and three years later in 1909 the words ‘BLACK LABEL’ appeared on the bottle for the very first time.